What Are You Assuming?
Why Challenging Your Leadership Team's Assumptions Could Be the Most Strategic Thing You Do This Quarter
6/23/20252 min read
We make assumptions constantly - about our customers, our competitors, the market, and even our own capabilities. In many ways, assumptions are necessary shortcuts. But when they go unchecked, they can quietly become the foundation of decisions that impact millions in revenue, brand reputation, or team alignment.
As a leadership team, your ability to steer the business strategically relies on more than data and instinct, it hinges on clarity. And clarity is hard to achieve when unspoken assumptions are clouding the view.
Why Assumptions Matter
Assumptions are based on our lived experience, professional biases, and internal narratives, not necessarily on evidence. Some may be accurate. Some may be outdated. Some may be outright wrong. But all of them influence how we interpret signals and make decisions.
Left unchallenged, assumptions can:
Create false confidence in strategy
Fuel groupthink or internal misalignment
Prevent the business from spotting shifts in market dynamics
Block innovation by limiting the possible futures we consider
What Happens When You Challenge Them?
Bringing assumptions to the surface is not about finding fault. It’s about making space for different perspectives, stress-testing current thinking, and preparing for alternate scenarios.
When leadership teams engage in assumption-challenging exercises, they often uncover:
Unspoken misalignments between departments or senior team members.
“Invisible handbrakes” - false beliefs that are holding back decision-making.
Hidden opportunities once a different lens is applied to customer or market data.
Blind spots that could present serious risk if not addressed proactively.
A Small Habit That Makes a Big Difference
You don’t need to overhaul your strategy today. But you do need to get into the habit of asking, “What assumptions are we making here?”
That one question can fundamentally shift the quality of discussion in boardrooms and planning sessions.
As part of my Brand Discovery work, I often facilitate Assumption Workshops with leadership teams. A structured but creative exercise that surfaces and reframes the underlying beliefs shaping your business. Without revealing too much of the format (you’ll have to experience it to feel the full impact), I can say this: the conversations it opens up are often the most valuable output of all.
Final Thought
Leadership isn’t about having all the answers, it’s about asking better questions. And challenging your assumptions might just be the best place to start.
Curious about what an Assumption Workshop could reveal for your business? Get in touch to explore how it can support your next phase of growth.